Why Fonterra accepted defeat in the dairy aisle
OPINION: Fonterra's sale of its consumer dairy business to Lactalis is a clear sign of the co-operative’s failure to compete in the branded consumer market.
Anchor entered the emerging Ethiopian market in August last year with Anchor Fortified Milk Drink, a milk powder developed by Fonterra and the Food and Nutrition Society of Ethiopia to provide children with essential nutrients they may be missing from their daily diet.
Now, as part of a brand-awareness programme, Anchor is giving away 100 school savings accounts to help pay for a year's worth of school fees.
Fonterra Ethiopia's general manager, Zeco Kassim, says the campaign is a great way for Anchor to give children the best opportunity to get ahead.
"Nutrition and education work hand-in-hand and are key building blocks for young children looking to fulfil their potential in life. That's why we've focused our consumer campaign on helping young children get the right nutrition and access to education," says Kassim.
"Even though significant progress is being made, access to quality education remains one of the challenges that we face here in Ethiopia, and this campaign is about us playing our part to help bridge the gap for these children."
Just 10 months following its launch, Anchor is now the number two milk powder brand in Ethiopia which has a population of close to 100 million people and is the fastest growing economy in the world.
One of the winners of the school savings account is Asmeret Tesfaye whose son is three years old. "I always want to give my son the best of things and that's why I give him Anchor Fortified Milk Drink. I'd like to thank Anchor for making my son a winner," said Tesfaye.
The campaign not only gives Ethiopian consumers the opportunity to win one of 100 school savings accounts, there are also 10,000 educational books, 500 bicycles and hundreds of school bags, lunchboxes, footballs and mugs up for grabs. To qualify for the prizes, consumers have to purchase a 900g tin or 300g pack of Anchor Fortified Milk Drink.
Fonterra has a joint venture with local partner Faffa Foods for final production, packing and distribution of the products, which use milk powder manufactured in New Zealand.
Watch Zeco Kassim discuss Anchor in Ethiopia here.
